Bennet Schwartz Discusses the Changes in Digital Marketing in 2021

The Covid-19 pandemic has, without any doubts, changed the way businesses operate. The new changes put in place have forced many entrepreneurs to adapt and shift to a more online-based way of business. 

Due to lockdown restrictions and, unfortunately, loss of jobs, people have started to spend more and more time online. So it is now more than ever, the right time to improve your digital marketing strategy if you want your business to succeed in 2021. Let’s have a look at these major changes in digital marketing.

Virtual events 

Since travelling and group gatherings has been banned for many months during the pandemic, businesses had to find an alternative to remain in contact with their audience and clients. Hence virtual events have replaced in-person events. And the success has been extraordinary! Businesses have been able to reach a global audience rather than just a local one opposed to in-person events. Another great way to spike engagement in a virtual event, is the use of chat rooms as Forbes mentions in this article

Social Media Advertising

Social media platforms were born with the intent of keeping people in touch despite long distances. So, with the enforcement of travel bans and lockdown, social media became actually one of the only few methods to keep in touch with family and friends. Now we can notice a large number of adverts on all social media channels, and most of the time is targeted to something that users have searched for before. Definitely, something that your business cannot ignore. In this research by Smart Insight, you can check and compare some of the crucial data. 

Social Media Influencers

In today’s world, you don’t need to be a Hollywood star or someone from the Royal family to be famous. Anyone can be an influencer on social media as long as you’ve got people willing to follow you. And brands have discovered the huge potential that influencers can have when it comes to recommending a product. Bennet Schwartz identified a good example of impressive use of social media influencers during the annual Pride month. Despite events being cancelled because of the pandemic, cosmetic companies have been able to offer unique looks thanks to the help of influencers. 


User-generated-content can be a powerful digital marketing tool when handed correctly. It’s a great way to interact with your customers and improve brand loyalty. Why is that? Because when a person sees another person trying and enjoying a product or a service, it is more likely for them to trust someone that they feel similar to. In this article you can read how people feel less trustworthy in content generated by media figures. So it can definitely be a good investment rethinking your UGC strategy.

In conclusion

As a business owner, it is always very important to remain flexible on the digital marketing strategies you can apply in your business. Time changes and what works today can be obsolete tomorrow. And remember, asking your customers for feedback is always the best way to improve.

Isa Lillo


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